Founder of CEO of Mandalah, How To Advertise In Brazil

As Brazil has grown to become the world’s sixth-largest economy and is set to host the 2014 World Cup and 2016 Olympics, companies such as GM, HSBC, and PepsiCo want in–but they’ve been wise to go through consultant Lourenço Bustani, who explains how to touch this tricky market. The secret, he says: “Find the sweet spot between purpose and profit.” A case study:

Display a commitment to local neighborhoods and integrate “urban tribes”–the rich and the poor–who are drifting apart as the economy improves. That will leave a lasting impression.1. Sponsor a soccer tournament for kids from low-income families.2. Build and fix skateboard ramps, and provide a free instructor at one.3. Sponsor a surf school.4. Sponsor hundreds of local marathon runners.5. Operate eight neighborhood soccer fields, and train kids to play.